Chen Fei, Yan Cheng Cheng, Wang Lin, Lou Xiao Jing
College of Business Administration, Ningbo University of Finance and Economics (NBUFE), Ningbo, China.
Faculty of Mechanical Engineering and Mechanics, Ningbo University, Ningbo, China.
Front Psychol. 2022 Jun 7;13:852505. doi: 10.3389/fpsyg.2022.852505. eCollection 2022.
Much of early western research has focused on identity. A primed identity can inhibit the priming of other alternative identities, and also negatively affect the intention to purchase products related to those alternative identities. In western culture, individuals operate within a cultural framework that makes them more likely to prioritize their own goals and less likely to rely on environmental factors when evaluating others. Individuals are more likely to choose products that fit their primed identity. In this study, we suggest that in collectivist Chinese culture, individuals may give priority to group-level goals and attach more importance to situational factors when evaluating others. Therefore, a primed identity may not necessarily inhibit the priming of alternative identities. In this research, we examine the association between a focal identity and alternative identities, with particular emphasis on the accessibility, discrepancies, and effects on purchase intention of alternative identities. We also examine the intent to purchase products related to the alternative identity vs. the focal identity, developing a model with which to explore this construct. We test four hypotheses through experiments using an online questionnaire and analyzing the resulting data using statistical product service solutions (SPSS) 22.0 and the PROCESS macro modeling tool. The results are as follows: First, the association between a focal identity and alternative identity has a positive impact on the accessibility of the alternative identity. The clearer the alternative identity is, the greater the impact of the association between the focal identity and alternative identity on the latter's accessibility. Second, the accessibility of the alternative identity has a positive impact on the intent to purchase alternative identity vs. focal identity-related products. The greater the discrepancy between the focal identity and the alternative identity, the greater the impact on the intent to purchase alternative identity vs. focal identity-related products. The results of this study confirmed the interaction between identity association and the clarity of the alternative identity, as well as the influence of the accessibility of the alternative identity on the intent to purchase alternative identity vs. focal identity-related products. We contribute to the development of a theory on intention to purchase identity-related products.
早期西方的许多研究都集中在身份认同上。一个被启动的身份认同会抑制其他替代身份认同的启动，并且还会对购买与那些替代身份认同相关产品的意愿产生负面影响。在西方文化中，个体在一种文化框架内行事，这种文化框架使他们在评价他人时更有可能优先考虑自身目标，而不太可能依赖环境因素。个体更有可能选择符合其被启动身份认同的产品。在本研究中，我们认为，在集体主义的中国文化中，个体在评价他人时可能会优先考虑群体层面的目标，并更重视情境因素。因此，一个被启动的身份认同不一定会抑制替代身份认同的启动。在本研究中，我们考察了焦点身份认同与替代身份认同之间的关联，特别强调替代身份认同的可及性、差异以及对购买意愿的影响。我们还考察了购买与替代身份认同相关产品相对于焦点身份认同相关产品的意愿，构建了一个模型来探索这一结构。我们通过在线问卷实验并使用统计产品与服务解决方案（SPSS）22.0和PROCESS宏建模工具分析所得数据来检验四个假设。结果如下：第一，焦点身份认同与替代身份认同之间的关联对替代身份认同的可及性有积极影响。替代身份认同越清晰，焦点身份认同与替代身份认同之间的关联对后者可及性的影响就越大。第二，替代身份认同的可及性对购买替代身份认同相关产品相对于焦点身份认同相关产品的意愿有积极影响。焦点身份认同与替代身份认同之间的差异越大，对购买替代身份认同相关产品相对于焦点身份认同相关产品意愿的影响就越大。本研究结果证实了身份认同关联与替代身份认同清晰度之间的相互作用，以及替代身份认同可及性对购买替代身份认同相关产品相对于焦点身份认同相关产品意愿的影响。我们为与身份认同相关产品购买意愿理论的发展做出了贡献。
